Advertising Strategy Management In Internet Marketing
Advertising Strategy Management in Internet MarketingIryna Voronenko**Corresponding Author, Department of Information Technologies, National University of Life andEnvironmental Science of Ukraine, Kyiv, Ukraine. E-Mail: voronenkoiryna@gmail.com, ORCID 00000002-1839-7275Maryna NehreyDepartment of Economic Cybernetics, National University of Life and Environmental Science ofUkraine, Kyiv, Ukraine. E-Mail: marina.nehrey@gmail.com, ORCID 0000-0001-9243-1534Serhiy KostenkoDepartment of Information Technologies, National University of Life and Environmental Science ofUkraine, Kyiv, Ukraine. E-Mail: kostenkos132@gmail.com, ORCID 0000-0002-8196-498Iryna LashchykDepartment of Finance, Lviv Polytechnic Nationaliryna.i.topii@lpnu.ua, ORCID Viktoriia NiziaievaDepartment of Regulatory Policy Problems and Entrepreneurship Development, Institute of IndustrialEconomics of the National Academy of Sciences in Ukraine, Kiev, Ukraine. E-Mail:viktoriyanizjaeva@gmail.com, ORCID 0000-0002-2042-683XAbstractInformation technology is becoming a basic tool for many industries, as well as creating anopportunity for direct active communication of all market participants, which significantlyincreases competition. As a result, customers have a very large selection of goods and services,fairly easy access to them, and significant price diversification. All this leads to newrequirements for modern marketing. Modern marketing significantly changes not only thefunctions but also the approaches to business processes. A highly competitive environmentrequires companies to use a system of interconnected marketing tools using an integrated
36Advertising Strategy Management in Internet Marketingmarketing approach. The paper is devoted to investigating advertising prices and advertisingstrategies of Google. The list of major Google products is analyzed. The relevance of advertisingstrategies to goals, ad placement, message creation, budget constraints, and ad delivery isdetermined. The difference in advertising prices in different countries has been studied. The costper click analysis of European countries is carried out. Using the DEA model analyzedadvertisement efficiency by VRS technology and input-oriented efficiency for Europeancountries.Keywords: Advertising, Data Envelopment Analysis, Google, information management, Internetmarketing, price, strategy.DOI: 10.22059/jitm.2021.82603Document Type: Research Paper University of Tehran, Faculty of ManagementIntroductionNowadays world is characterized by very rapid changes, active technological development, and ahigh level of uncertainty. Information technology is becoming a basic tool for many industries, aswell as creating an opportunity for direct active communication of all market participants, whichsignificantly increases competition. As a result, customers have a very large selection of goodsand services, fairly easy access to them, and significant price diversification. All this leads tonew requirements for modern marketing. Modern marketing significantly changes not only thefunctions but also the approaches to business processes. A highly competitive environmentrequires companies to use a system of interconnected marketing tools using an integratedmarketing approach.The history of advertising began in the ancient world. Over its millennial history, it hasevolved qualitatively, going from informing to persuasion, from persuasion - to the production ofa conditioned reflex, from the production of a reflex - to the subconscious suggestion, from thesubconscious suggestion - to the design of a symbolic image (Khaminich. & Horbatko., 2015).It should be noted that at the legislative level, advertising in the United States has beenenshrined for over 100 years, starting with The Federal Trade Commission Act of 1914. In 1984,the European Economic Community passed the Council Directive 84/450 / EEC which aims toprotect consumers, persons carrying on a trade or business or practicing a craft or profession, andthe interests of the public in general against misleading advertising and the unfair consequencesthereof (1984). The Directive also defines advertising, which means the making of arepresentation in any form in connection with a trade, business, craft, or profession in order topromote the supply of goods or services, including immovable property, rights, and obligations.
37Journal of Information Technology Management, 2021, Special IssueAccording to the International Telecommunication Union, in 2019 the number of Individualsusing the Internet was 51% of the world's population. It should be emphasized that this figurevaries significantly by region of the world, for example, North America - 88%, Central Europeand the Baltics - 80%, East Asia & Pacific - 56% (2019). At the same time, it should be notedthat the dynamic development of the Internet has led to the dynamic growth of Internetadvertising. As a result, the structure of the advertising market has changed radically in mostcountries of the world. Moreover, today more than half of the world's advertising spending isfocused on online advertising, and the share of spending on both television and newspaperadvertising has decreased significantly.MethdologyIn recent years, the increase in digitalization and the active transition of many processes online inconnection with the pandemic COVID-19 has led to an increase in the supply of the Internet andchanges in advertising. However, there are significant differences in the effectiveness ofadvertising in different countries. We will evaluate its effectiveness in different countries usingData Analysis.An important stage in the evolution of approaches to measuring productivity was the study onthe concept of economic efficiency, the essence of which is the ratio of actual productivity to themaximum possible (Farrell, 1957).According to this interpretation, each set of market inputs is characterized by a maximum ofoutput, and the actual values of market outputs represent the degree of achievement of thismaximum. Productions that provide the maximum market output per unit of market input,acquire the status of "standard" and form the "limit of productivity". The task of the analysis is tocompare countries in terms of efficiency of their resource base and determine the distancebetween the enterprise and the "productivity limit". To do this, the following methods are used:- parametric - provide for the formation of the production function for production-standards bymethods of mathematical statistics (construction of the stochastic limit of production capacity;adjusted least squares);- non-parametric - determine the limits of production capacity (maximum market yields) for anycombination of resources (Data Envelopment Analysis - DEA).Data Envelopment Analysis (DEA) model was developed by Michael Farrell in 1957. In hisstudy (Farrell, 1957), M. Farrell evaluated the effectiveness of one unit of the final product withone input and one output.Data Envelopment Analysis is based on the use of a linear programming apparatus. Thismethod eliminates the influence of the performer on determining the level of weight of each
Advertising Strategy Management in Internet Marketing38market entry and exit, which eliminates the risk of subjectivity in the assessment. The efficiencycriteria in the DEA methodology is the achievement of Pareto’s optimum, which is determinedby the maximum possible volume of production at the existing technological level and resourceprovision. The DEA method allows: to determine the aggregate indicator for each studied objectin the framework of the use of market inputs to market outputs; take into account environmentalfactors; not be limited to the functional form of dependence between inputs and outputs; identifypriority areas for productivity growth; assess the necessary changes in market inputs / outputsthat would allow bringing the object to the efficiency limit.Formally, this algorithm involves solving the optimization problem (1): ̅̅̅̅̅(1)uj 0 , j 1,2, , s,vi 0 , і 1,2, , r.where e0 is the efficiency of the researched enterprise; n is the number of studied objects; r isthe number of objects included in the comparison range; s is the number of objects that wereselected for the latter after comparison; xi0 - the value of the i-th market range of the studiedobject; yj0 - the j-th market type of the studied object; xim - the i-th input factor of the m-th object;yjm - the j-th output of the m-th object; vi is the value of the range of different objects; uj is asignificant number of analyzed objects j.In the model, the target function is aimed at proportionally increasing the market outputs ofthe studied enterprise to the limits of efficiency, a variant of this model is called the outputoriented model. The application of DEA results in dynamics allows us to investigate themovement of the efficiency limit in time and to draw a conclusion about the trajectory ofdevelopment of objects (industry as a whole): progressive or regressive. This method allows usto determine the reasons for changes in performance: improving the quality of management,optimizing the scale of the object, improving technology, and so on.In the model, the target function is aimed at proportionally increasing the market outputs ofthe studied object to the limits of efficiency, a variant of this model is called the output-orientedmodel. The application of DEA results in dynamics allows us to investigate the movement of theefficiency limit in time and to draw a conclusion about the trajectory of development of objects(industry as a whole): progressive or regressive. This method allows us to determine the reasonsfor changes in performance: improving the quality of management, optimizing the scale of theobject, improving technology, and so on.
39Journal of Information Technology Management, 2021, Special IssueResults and DescussionDigital technologies are significantly changing approaches to doing business, developingcompany strategies and business processes. Research on modern approaches to online marketinghas been conducted in many papers. Systematic review of different types of online marketingmethods, such as email marketing, social network marketing, in-game marketing and augmentedreality marketing, and so on (Hajarian et al., 2021). Analyses online relationship marketing interms of its conceptual foundations, evolution in business practice, and empirical insights fromacademic research (Steinhoff et al., 2019). New business models and digital marketingtechniques applied to them (Saura et al., 2019). The effectiveness of technology-based marketingstrategies is measured (Fullerton et al., 2019). Differences between the Outbound Marketingstrategy and the Inbound Marketing strategy are explaind (Dakouan et al., 2019). DestinationManagement Organizations are effectively exploiting the potential of the digital world and areconsidering online information in the management model of tourism destinations (Dinis et al.,2020). Key trends relevant to digital advertising, such as a move towards data-driven marketingcommunication, the impact of artificial intelligence on advertisement production, and the effectof big data on advertisement execution are identifided (Lee et al., 2020). He presents sixpropositions that are posited concerning the management of future digital advertising and themethods and systems for delivering targeted advertisements to consumers.The main purpose of modern methods of online advertising is to increase the effectiveness ofadvertising, which will ultimately increase the profitability of the company. Many researchershave studied various techniques of online advertising in terms of their effectiveness. Acomprehensive study of online advertising is presented (Liu-Thompkins, 2019). Return oninvestment (ROI) as the most appropriate metric applicable in the evaluation of the effectivenessof online communication tools is proposed (Krizanova et al., 2019). The inefficiencies created byexternalities and uncertainty when information is symmetric between advertisers and publishers(Berman, 2018). Targeting precision of Internet-based targeted advertising investigated (Jiang etal, 2020). Comparison of the classic banner ads, and 2D ads placed in a 3D virtual world isshown (Berki, 2018). The threats and potential privacy attackers in this scenario of onlineadvertising analyzed (Estrada-Jiménez et al., 2018, Malyarets et al., 2021). Some cases of usingmachine learning methods for advertising efficiency assessment are presented (Babenko et al.,2020, 2021). The significance of online advertising effectiveness in terms of attitude towardsads, ability to recall ads, and frequency of clicking ads in explaining purchase decision discussed(Nizam et al, 2018).Researchers have also studied the phenomenon of the dominant company in the onlineadvertising market - Google. Graham describes how Google’s model of advertising reflects andencourages wider changes in capitalism by contemporary Post-Fordist arrangements of labor(Graham, 2017). How problems related to speed and data can distort competition in other
Advertising Strategy Management in Internet Marketing40electronic trading markets, how lawmakers have monitored these markets for conduct they frownupon in equities trading, but how advertising has largely remained off the same radar havediscussed (Srinivasan, 2020). The economic theory behind multi-sided platforms of onlineadvertising and found a relation between Google and other firms in the sector has analyzed(Milosevic). Paper examines Google’s role in the digital advertising market (Morton et al.,2020). Justification of the choice of the tariffs determination method is presented (Granaturov etal., 2015, 2016).According to the average Alexa rank, the most popular site in the world is Google Search,where the user spends an average of 15 minutes 49 seconds a day and opens 17.14 unique pages.For clarity in Fig. 1 lists the most popular sites in the world as of January 2021.Fig. 1. The most popular sites in the worldThe leader of the most popular sites Google was founded in 1998. The company has set thegoal of organizing the world’s information and making it universally accessible and useful(2021). In total, Google provides its users more than 110 products, the main of which are
41Journal of Information Technology Management, 2021, Special Issuegrouped into 8 areas “Search and Explore”, “Watch & Play”, “Devices made by Google”, “Useeverywhere”, “Talk & Text”, “Stay organized”, “Work smarter”, “Grow your business” (Fig. 2).Fig. 2. Google Main Products ListIn addition to the main products, Google also offers users the following: Android TV,Cardboard, Chrome Enterprise, Connected Home, Drawings, Earth, Finance, Forms, Gboard,Google Alerts, Google Assistant, Google Cast, Google Classroom, Google Cloud, GoogleExpeditions, Google Express, Google Fit, Google Flights, Google Fonts, Google Groups, GoogleMeet, Google One, Google Pay, Google Play, Google Play Books, Google Play Games, GoogleShopping, Google Store, Google Street View, Google TV, Print, Hangouts, News, Pixelbook Go,Play Protect, Podcasts, Scholar, Sites, Stadia, Tilt Brush, Travel, Voice, Waze, YouTube Kids,YouTube TV. Special proposals for business are AdMob, Blogger, Business Messages, ChromeEnterprise, Data Studio, Google Assistant, Google Cloud, Google Digital Garage, GoogleDomains, Google Enterprise Search, Google Manufacturer Center, Google Marketing Platform,Google Merchant Center, Google Podcasts Manager, Google Shopping, Campaigns, GoogleTrends, Google Web Designer, Google Workspace, Local Inventory Ads, Optimize, Pixel forBusiness, Search Console, Surveys, Tag Manager, Waze Local. Special proposals for developers
42Advertising Strategy Management in Internet Marketingare App Testing, Cloud Computing, Devices, Engagement, Game Services, Growth, Maps Location, Messaging Notifications, Monetisation, Monitoring, Payments, Sign in Identity,Storage Sync.In addition to a large number of products, Google has also developed a strategy for placementand promotion and advertising depending on goal setting, ad placement, message creation,budget limits, and ad delivery. The goal of advertising may be to increase the number of calls,visits or attract customers to the website.As for the advertising strategy, depending on the available goals, Google offers to choose oneof the five strategies:A. If a company wants customers to take direct action on its site, and it is using conversiontracking, then it may be best to focus on conversions – “Focus on conversions with SmartBidding”.B. If a company wants to generate traffic to its website, focusing on clicks could be ideal for it.Cost-per-click (CPC) bidding may be right for its campaign – “Focus on clicks with CPCbidding”.C. If a company runs video ads and wants to increase views or interactions with its ads, it can usecost-per-view (CPV) or cost-per-thousand-impressions (CPM) bidding – “Focus on visibility”.D. If it is important for a company to increase the number of views of video ads or the number ofinteractions with them - “CPV or CPM”.E. If it is important for the company to increase the awareness of the product or brand - “Priceper view”.A comparative analysis of which is given in table 1 (2021).Table1. Google advertising strategyFocusGoalachievementStrategyTarget CPAFocus onconversions withSmart BiddingIncreaseConversions:Smart BiddingStrategy descriptionAllows you to increase the number of conversions foran established priceTarget advertisingHelps increase conversion value for an establishedROIadvertising ROIIt is advisable to use if the company want to get theMaximummaximum conversions within the budget and at theconversionssame time not indicate the price per conversion yourselfThe strategy with which it is possible to get theMaximummaximum conversion value within the budget withoutconversion valuespecifying the ROI on the adThe system will automatically adjust bids to ensure theOptimized CPChighest possible number of conversions. This strategycan be used in addition to manual bidding.
43Journal of Information Technology Management, 2021, Special IssueStrategy with automatic bidding per click. Allows thecompany to select bids that will maximize the numberof clicks without overspending within a given averageIncrease thedaily budgetFocus on clicks number of clicks:Allowsthecompanyto set its own maximum CPC,with CPC biddingbidding CPCincluding setting different bids for each ad group in aManual CPCcampaign, as well as for individual keywords andplacementsTarget Impression Bids are automatically set so that ads appear at the topPercentagemost position, at the top, or elsewhere on the Googlesearch results page.IncreasedAllows you to maintain the average CPM for aTarget CPMFocus on visibilityvisibilitycampaign above or below a given target (while the costper impression may vary).This strategy involves manual bidding. It is advisable toVisible CPMuse it to increase brand awareness.Focus on numberIncreasedThis strategy pays for ad impressions on YouTube orof views of videoCPMvisibilityDisplay Network.adsMaximum clicksFocus on views or Increase in viewsinteractions (foror interactionsvideo ads only)Cost Per ViewPayment is made by the specified maximum amountonly if the user watches the commercial or interactswith it, for example, clicks on the overlayNote that the price for Google advertising varies greatly from country to country and region toregion. The average paid search advertising based on the average local cost per click (CPC) in2019 for 101 countries was 1.04 USD, the average CPC (Display network) - 0.24 USD. Similarfigures for 35 countries in Europe were 1.09 and 0.26, accordingly, of which CPCs were over 2 in Austria, the United Kingdom, Switzerland, and Italy. At the same time, in 9 countries ofthe Europe region (Serbia, Ukraine, Slovenia, Moldova, Latvia, Montenegro, Lithuania, RussianFederation, Luxembourg) the CPC was less than 0.5 USD. Among all countries in the world, thehighest CPC was in the United Arab Emirates (2.9052 USD), the lowest in Serbia (0.1345 USD).CPC and CPC (Display network) for the world as a whole and the region of Europe are shown inFig. 3 and Fig. 4.Fig. 3. World CPC and CPC (Display network)
Advertising Strategy Management in Internet Marketing44Fig. 4. European CPC and CPC (Display network)In addition to the difference in CPC and CPC (Display network) by country, there is asignificant difference in industry (Berry, 2019). Thus, CPC is the most expensive for the category"Legal" (6.75 USD) and "Consumer Services" (6.4 USD), and the cheapest for "Ecommerce"(1.16 USD). For CPC (Display network), the most expensive category is “Dating and Personals”( 1.49), the cheapest is “Travel and Hospitality” ( 0.44) (Fig. 5).Fig. 5. World CPC та CPC (Display network) by industryData Envelopment AnalysisDEA model that analyzes advertisement efficiency using VRS technology and input-orientedefficiency for European countries. Inputs of model are GDP per capita 2019, GlobalCompetitiveness Index 2019, Network Readiness Index 2019, Individuals using the Internet (%of population), Fixed broadband subscriptions (per 100 people). Output of model is average CPC2019 (Search network). The results of the simulation are shown in Table 2.
45Journal of Information Technology Management, 2021, Special IssueTable 2. Data Envelopment Analysis resultsEff rangeNumber%0.7 E 0.8825,0%0.8 E 0.91237,5%0.9 E 1E 16618,8%18,8%CountriesDenmark, Netherlands, Luxembourg, Sweden, Belgium, France, Norway,SpainFinland, Iceland, Slovenia, Germany, Poland, Lithuania, Switzerland,Ireland, Latvia, Russian Federation, Hungary, United KingdomRomania, Portugal, Serbia, Bulgaria, Croatia, GreeceUkraine, Moldova, Albania, Turkey, Italy, AustriaThe simulation results showed that the efficiency of the advertisement has range from 0.73 (forDenmark) to 1 for Ukraine, Moldova, Albania, Turkey, Italy, Austria. 6 countries of Europe havethe efficiency of 0,9 and more (Romania, Portugal, Serbia, Bulgaria, Croatia, Greece).The results of the efficiency evaluation allow us to conclude that many countries have significantpotential for improving advertisement efficiencyConclusionThe paper presents a generalized analysis of the list of products and advertising strategies forGoogle Search. According to Alexa rank, this is the most popular site in the world. It isemphasized that on this site, on average, the user spends an average of 15 minutes 49 seconds aday and opens 17.14 unique pages, which creates a huge platform for advertising services. Intotal, Google provides its users more than 110 products and offers five advertising strategiesdepending on goal setting, ad placement, message creation, budget limits, and ad delivery, whichfocus on: conversions with Smart Bidding; clicks with CPC bidding; visibility; the number ofviews of video ads or the number of interactions with them - “CPV or CPM”; the awareness ofthe product or brand - “Price per view”. It is determined that Google advertising varies greatlyfrom country to country and region to region, the average local cost per click (CPC) in 2019 for101 countries was 1.04 USD. Among all countries in the world, the highest CPC was in theUnited Arab Emirates (2.9052 USD), the lowest in Serbia (0.1345 USD). In addition to thedifference in CPC and CPC (Display network) by country, there is a significant difference in theindustry.Further research, in our opinion, should focus on the formation of detailed step-by-steprecommendations for choosing the optimal Google advertising strategy for the user depending ongoal setting, ad placement, message creation, budget limits, and ad delivery. Besides, it will beuseful to summarize the advertising strategies and advertising prices offered by other websitesthat are leaders in the number of time users spend on it and compare them with each other.
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New business models and digital marketing techniques applied to them (Saura et al., 2019). The effectiveness of technology-based marketing strategies is measured (Fullerton et al., 2019). Differences between the Outbound Marketing strategy and the Inbound Marketing strategy are explaind (Dakouan et al., 2019). Destination
the advertising is placed, the language of the advertising, and the release date identified in the advertising. Advertising that is intended for international audiences may nonetheless be subject to these Rules if, in the opinion of the senior executive of the Advertising Administration, the advertising is being made available to a significant
YouTube video ads that are played for at least :30, or in full if the ad is less than :30 Ipsos/Google Advertising Attention Research 2016 9 Visual Attention is defined as: time looking at advertising as a percent of advertising time TV Advertising Time All YouTube Mobile Advertising Time Paid YouTube Mobile* Advertising Time (Non-skipped)
of digital advertising should grow by an additional 13.5% during 2022. On this basis, digital advertising should account for 64.4% of total advertising in 2021, up from 60.5% in 2020 and 52.1% in 2019 . Excluding China, where digital advertising shares are particularly high, global digital advertising accounts for 58.7% of all advertising in 2021.
Internet advertising (also known as online advertising ) is the delivery of advertising messages and marketing communications through the Web. It has presented sustainable revenue growth since its inception in the mid-1990s. Internet advertising takes a multitude of forms, ranging from the "traditional" banners to today's rich media ads.
the impact of online advertising on consumer buying behaviour increased any other forms of advertising. Keywords: Advertising, Consumer buying behaviour, Internet, Online advertising. 1. INTRODUCTION Online Advertising may be a kind of offering and promoting that uses the web to convey promotional selling messages to customers.
However, we show that RTB is associated with a high risk of market failure. 1. Introduction . Online advertising has grown fast to become the leading advertising format. It's estimated that internet advertising will overtake TV advertising revenue in 2017 [1]. Search advertisingand display advertising are two dominant online advertising formats.
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the TfL advertising estate, one of the most valuable out-of-home advertising networks in the world. It has a particular focus on the . implementation of the TfL Advertising Policy, which sets out criteria for the acceptance of advertising on the estate and covers the types of advertising we run and the complaints received and resolved.
